SEO and SEA – Search Engine Marketing (in English)

In this live online seminar, you will get an introduction to professional search engine marketing with search engine optimization (SEO) and search engine advertising (SEA). You will learn how to use search engine optimization to improve the ranking of a website in the search results. You will also learn how to plan, implement and optimize individualized Google Ads search campaigns.

Increase your online presence and conversion rates with SEO and SEA!

What is meant by the terms "search engine optimization" and "search engine advertising"? And what is their role in successful marketing?Companies who want to be present and successful on the market need to ensure good visibility and outreach on the online market. In this online course, you will learn how to create targeted SEA campaigns with Google Ads and use tracking tools to measure the success of your marketing activities.

Kursinhalte

Search engine marketing

• Differences between traditional offline advertising and web-based search engine marketing
• How web-based search engines work and the role they play as a key tool in online marketing
• Search engine selection: overview of various search engines such as Google, Bing, Yahoo
• Integration of search engine marketing
• Useful tools to support the planning, implementation or monitoring of search engine marketing activities

SEO (search engine optimization)

• Defining SEO goals: Setting specific goals and KPIs (key performance indicators) for search engine optimization
• Importance of keywords for SEO and techniques
• Understanding the user intent behind certain search requests
• User signals
• Performance monitoring: Methods and metrics for checking SEO results and measuring success
• Ranking monitoring: Tools and techniques for monitoring the ranking of a website in search engine results

SEA (search engine advertising)

• Google Ads and alternatives: Overview of alternative advertising options
• Steps for conducting effective keyword research for SEA campaigns and choosing relevant keywords for ads
• Ads: Designing and optimizing ads for maximum visibility and click-through rate
• Using banner ads in search engine advertising
• Optimization of landing pages
• Tracking tools: Introducing tools for tracking and analyzing clicks, conversions and other performance metrics for SEA campaigns

Zielgruppe

This live online seminar is designed for specialists and managers from the fields of PR, marketing, product management, advertising and communication.

Besonderheiten

Requirements for live participation:

• Customary desktop computer or laptop (64-bit), headset, webcam
• Stable internet connection
• At least 2 GB of RAM
• Download and installation of alfaview (free of charge for you!)

Short preparation check:

2. Create profile or login and book desired course
3. Download and install video conferencing software
4. Check technical equipment (computer, headset and webcam)
5. Log back in to your profile atand test everything

The event will take place live and online, please check your equipment at least 2-3 days before the course starts and install the alfaview videoconferencing software alfaview (free of charge for you!). If you are using a company network or computer, please clarify the installation and use of alfaview with the appropriate department beforehand!